Please use this identifier to cite or link to this item: https://scholarhub.balamand.edu.lb/handle/uob/1943
Title: An empirical test of a model of resistance to political marketing
Authors: Hajjar, Samer 
Affiliations: Department of Business Administration 
Keywords: Political Marketing
Resistance
Cynicism
Netnography
Subjects: Skepticism
Issue Date: 2018
Part of: Journal of marketing management
Volume: 6
Issue: 1
Start page: 80
End page: 89
Abstract: 
The aim of this research is to develop a better understanding of the reasons underlying resistance to political marketing campaigns. To our best knowledge, this is the first research studying political marketing through a resistance approach. Drawing on a literature review, this study adopts nethnographic and quantitative methods to explore the resistance to political marketing campaigns in Lebanon. The findings show that skepticism, cynicism, frustration, and dissatisfaction have an impact on resistance to political marketing campaigns. Finally, we discuss several relevant theoretical and strategic implications, and point out directions for future research.
URI: https://scholarhub.balamand.edu.lb/handle/uob/1943
Open URL: Link to full text
Type: Journal Article
Appears in Collections:Department of Business Administration

Show full item record

Record view(s)

19
checked on Dec 3, 2021

Google ScholarTM

Check


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.